Butlins signs a deal with the Cartoon Network

Holiday company Butlins has signed a licensing deal with Cartoon Network Enterprises to run shows featuring popular cartoon characters at the resorts this summer.

The Redcoat-hosted performances will include exclusive animated and video content, and characters in costume. The deal also gives Cartoon Network a presence in Butlins’ on-site stores.

The show will be called Cartoon Network’s Wheely Big Super-Toontastic Game Show and will run twice a week at resorts in Skegness, Minehead and Bogno

It features characters including alien hero Fourarms from Ben10, Dexter and Dee Dee from Dexter’s Laboratory, Grim from The Grim Adventures of Billy and Mandy, plus Chudd Chudders and The Earl from Skatoony.

The deal is the latest character licensing agreement for the holiday company. Last month Butlins signed up with Barbie to promote the doll’s latest film and product range (MW March 13).

The holiday company has also unveiled plans to builda second hotel at its Bognor Regis resort after its award-winning Shoreline Hotel which opened in 2005 proved popular.

Butlins is currently in the process of appointing a digital agency to develop branding and acquisition campaigns.

Its digital media-planning and buying account has been held by Profero since 2005. Digital creative is handledby Design UK. Beechwood handles Butlins’ above-the-line work.